Class Statistics

Statistics provides methods for collecting, organising, describing, analysing and interpreting data used in market research, consumer behaviour, customer segmentation, campaign evaluation and sales analysis. In the field of marketing, these methods enable data to be transformed into information that supports the formulation, implementation and evaluation of strategies.   In this module, students develop the skills to apply descriptive and inferential statistical techniques to the analysis of marketing problems, interpret quantitative results, identify patterns and relationships between variables, and support decisions based on empirical evidence.

Not applicable

Basic applications in Statistics; Data collection and sampling; Measures of Descriptive Statistics; Data organization: graphs and tables; Probabilities; Introduction to Statistical Inference; Linear correlation and linear regression.

Problem-Based Learning (PBL). With this approach, the program aims to engage students in purposeful learning experiences, encouraging them to tackle authentic and relevant challenges of the present. Students are prompted to apply critical thinking throughout the investigative process. This methodology fosters essential skills for both academic and professional contexts, enhancing their learning journey.

Agresti, A., Franklin, C. A., & Klingenberg, B. (2021). Statistics: The Art and Science of Learning from Data, Global Edition. Bispo, R., & Maroco, J. (2005). Estatística Aplicada às Ciências Sociais e Humanas. 2a Edição. Climepsi Editores. Barroso, M., Sampaio, E., & Ramos, M. (2010). Exercícios de Estatística Descritiva para as Ciências Sociais. 2a Edição. Edições Silabo. Healey, J. F., & Donoghue, C. (2020). Statistics: A Tool for Social Research and Data Analysis. Cengage Learning. Mazzocchi, M. (2008). Statistics for marketing and consumer research. SAGE. Murteira, B., Ribeiro, C. S., Silva, J. A., & Pimenta, C. (2023). Introdução à Estatística. 4a Edição. Escolar Editora. Reis, E., Melo, P., Andrade, R., & Calapez, T. (2021). Estatística Aplicada (volume 1). 7a Edição. Edições Sílabo.